Meet John Collins, The Man Running Hospitality for Super Bowl LI

Emily Siegel
, ContributorI am based in NYC, covering the world of beauty and dining.Opinions expressed by Forbes Contributors are their own.

Meet John Collins: He’s the CEO of On Location Experiences, the National Football League’s (NFL) official hospitality partner. With the Super Bowl LI just two days away, he's busy coordinating the weekend’s biggest parties—everything from a Taylor Swift concert to the New England Patriot's official pregame brunch. Admission comes in the form of ticket packages ranging from $5,949 to more than $13,000 a piece.

And while Collins's job is a big one, this isn’t his first Super Bowl with the NFL. It is, however, his first since returning to the world of football after a stint with the National Hockey League. (Having spearheaded the development of events like the Winter Classic, the former advertising executive gets much of the credit for the hockey league's recent growth.) Now he's taking those same skills and applying them to On Location's debut take on sport's biggest Sunday.

We caught up with the legend to see how he (below at center) is feeling before the game.

NEW YORK, NY - DECEMBER 14: Former football players Deion Sanders and Phil Simms pose for a photo with CEO of On Location Experiences John Collins (C) during On Location Experiences' 51 Days To Super Bowl LI Celebration at STK Rooftop on December 14, 2016, in New York City. (Photo by Bryan Bedder/Getty Images for On Location Experiences)

This is you first Super Bowl back with the NFL. How are you feeling?

“It’s been a while. And while a Super Bowl is always overwhelming, I had to worry about so many more things in my old job. But now, with On Location, I can focus on the celebration as opposed to the game—on the parties, the pre-games, the hospitality. I’m honestly excited to explore this other side of sports... I'm especially excited about the parties—perhaps most of all the official post-game party we’re hosting for the Patriots, their ownership, their family and their friends."

What other types of events are we talking about?

"[Last night] we had Chainsmokers, Sam Hunt and Snoop perform in a 64,000 square foot pop-up concert hall. We call that Club Nomadic… and then [tonight], Bruno Mars is headlining our party with Pepsi. Saturday night is Taylor Swift. And that’s all before game day… It just depends which ticket package you buy which events you attend."

And the what about game day?

"The benefit of On Location is that because we’re 20% owned by the NFL, we’re the only hospitality company allowed to operate inside the stadium—inside security. We'll be offering three different parties within the stadium, ranging from food by STK... to Lady Antebellum and OAR concerts to a VIP Anheuser-Busch experience. We're trying to meet the needs of everyone from corporate partners to fans of the teams."

What other services does On Location offer?

"We can handle everything from your flights to your hotel to your experience on the ground. One of the coolest parts is that post-game, some of our guests will have the chance to go out on the field for the trophy presentation. Our guests also get to express pass through security... and a concierge service that will handle everything from your dinner reservations to if you want to golf or get a massage."

And just as a final thought—why is it important for the Super Bowl to have an official hospitality partner?

"I mean, these types of things were already happening—but it was like the Wild Wild West. Nothing was coordinated. We felt there was an opportunity for someone to come in and create tentpole events that even further activate the Super Bowl, which is kind of like the crown jewel of sports... The need was there."